For many years, organisations have strived to deliver highly personalised and relevant experiences in hopes of creating happier customers. While it makes a lot of sense in theory, operationally, it has been hard to execute – especially at scale. Technology, processes, and talent are all real factors that have made the dream of executing one-to-one experiences a real challenge.
Over the last few years, strides have been made in marketing automation, personalisation, and leveraging customer data. Notably, the recent pandemic kick-started digital transformation, especially in traditional industries like financial services and healthcare.